How much value does your real estate website add to your practice?
Everyone knows "you have to have a website." And for real estate agents and brokerages, that's even more true. Some of the most successful real estate professionals, in the United States and throughout the world, generate a substantial portion of their leads through their own site — as much as 50%.
These days, future customers are far more likely to hear of you online than through an in-person event or non-digital advertising. That's because Millennials and the fast-emerging Gen Z homebuyers almost universally start their search for a new home online.
Understandably, most real estate experts aren't masters of real estate website design.
They tend to launch a basic website and then hope for the best. There are lots of DIY website builders out there and cut-rate services that promise something "good enough." Unfortunately, this can undermine your efforts to develop a branded, high-impact website that makes a difference.
How Your Website Can Serve as a Resource for Current and Future Customers
Your website acts as your digital "first impression."
When someone is thinking about entering the housing market, they will usually spend a lot of time looking at properties before they ever consider reaching out to a real estate agent. They might start seeking inspiration on sites like Pinterest or Instagram before they begin looking at live listings.
Once their interest is piqued, only then do they look for a local real estate professional to help them. But in the process, they usually check out a half-dozen local agents and brokerages — or even more. So, your website needs to achieve two things right off the bat:
That value comes in the form of custom content. "Content" is anything helpful and informative you post on your site to help visitors make an informed decision. In other words, it answers a question or solves a problem they have. Blogs are the backbone of most content, but video is increasingly popular.
Content is especially helpful because it can inspire your guests to join your email marketing list and get future updates they may find useful. It raises your visibility in online search and improves results you get from search engine optimization. However, it's not the only way to make your website work harder.
When you focus on turning your website into a resource, you are putting what you have to offer on the table from the very beginning. People will see the difference between you and other real estate agents, and begin to regard you as a trusted expert — so you're far more likely to be chosen in the end.
Let's look at some of the other ways you can build your website into a resource for customers:
The best real estate websites operate as a "one-stop-shop" for everything potential customers might need — before they even reach out for the first time. Contact Delta Media Group to learn more or get started with your own.
The end goal of your online marketing is to create a reliable source for converting clients, and generating engagement is one of the most important steps that leads to that goal. But with so much competition for attention online, increasing your engagement can feel like an uphill climb. The good news is that growing your online engagement is easier than you might think, with the right tools, tactics, and a willingness to invest consistent effort into achieving your engagement goals.
Know Who You're Trying to Reach and Where to Find Them
Before you get busy with specific engagement tactics for your online marketing, it's critical to understand exactly who you're trying to reach. That's because the best tactics for generating engagement will differ depending on your target audience. Whether you're planning out your website content, social media strategy, or paid advertising, start by considering the needs and online habits of your target audience.
When you know who you want to reach, you can get busy learning about the best places to find them online. This is especially important for social media because different demographics favor different platforms. Research any social platform you're planning to use ahead of time, integrate best practices, and ensure that you're investing your energy in the places that will deliver the best results.
Invest Your Time Wisely on Social Media
While there are many places to grow your engagement and guide people to your website, it's tough to top the efficiency of social media. With the right tactics, you can spend more time generating engagement on social platforms and less time thinking about what to do next.
Create Content That Tells Stories and Encourages Conversations
The content that you create for your real estate website, blog, and social media should be one of your best sources of engagement. When you share content on social, jump into the comments to start the conversation. When you're thinking of content ideas for your blog, focus on topics that will encourage your audience to ask questions and leave comments.
And don't be afraid to branch out into new types of content! Video content is easier than ever to create, and it's a great tool for generating engagement. People are more likely to feel a connection when they can see your face, listen to your voice, and hear directly from you. In addition to attracting people to your website, your content is a powerful tool for keeping them there once they arrive.
Track Results to Find Out What Works Best for Your Brand
Not every engagement strategy will be the right fit for every agent or real estate business. That's one reason why it's so important to track your results, look at your analytics, and refine your strategy over time. It's easier to grow engagement when you have data-based insights on what works best with your audience.
No matter what else you do to grow your engagement, remember that authenticity is key. When your audience feels like they can connect with you on a human level, they're more likely to engage. That's true for social media, your website, and all of your real estate marketing efforts.
Most of your future customers will find you online — be sure you're making it easy!
Millennials are the #1 generation in the housing market. At the peak of the pandemic, with interest rates at historic lows, Generation Z made a showing, too. That cohort has returned to an "old-fashioned" approach, seeing homebuying as an important path to growing wealth.
They'll be ready to work with you much sooner than you might think.
And they're looking for you... on their phones.
Yes, just about everyone has adapted to the smartphone era. Pew reports 97% of Americans have cell phones and 85% of those are internet-capable smartphones. But no other generation has the same level of technical savvy and "always-on" connectivity as this up-and-coming young group.
To win their trust, you need a polished, professional online presence.
Turn Your Online Presence Up to 10 with These 10 Tips
Even if you work in a niche that skews older, Millennials and Gen Z will be part of the decision-making process before you know it. So, there's never been a better time to take a close look at the way you present yourself online and ensure your digital brand is compelling.
Here's how to do it right:
Contact us at Delta Media Group to learn more about digital marketing in real estate.
Compared to all the other real estate professionals in America, what makes you special?
Phrased that way, this might feel like an intimidating question. But rest assured, there is an answer. The way you respond shapes your business in profound ways.
Here are examples of ideas other real estate experts like you have had:
"I'm special because nobody else knows the Borough of Brooklyn like I do."
"I'm special because I truly understand what goes into senior downsizing."
"I'm special because I bring years of negotiating experience to my clients."
The question is, how can you communicate your advantages so your leads will know and remember them? The solution is found in online branding.
Online branding is crucial because the majority of your future clients will find you online first. They might read about you on your website weeks or months before they actually expect to reach out to a real estate agent.
The first impression you make helps determine whether you're the one they eventually choose.
Exactly What Is a Brand, Anyway?
To clear up confusion, it helps to understand what branding is not:
Branding isn't just about your values, even though your values are part of your brand
Branding isn't just about your visual identity, such as your logo, color scheme, or fonts
Branding isn't just what you say about yourself, but also what others say about you
You can think of branding as a structured and intentional approach to communicating what you want others to know and remember about your business. Branding isn't just visual; it's everything you put out into the world, including how you interact with people professionally.
Likewise, things other people say about you — such as reviews on third-party sites like Yelp — become part of your brand when someone learns about you by reading them. But if you've taken time to think deeply about your brand, you'll be able to positively influence even the factors you don't directly control.
What Do You Want Your Brand to Represent?
There are several questions you can ask yourself to get to the heart of your brand:
Three Ways to Express Your Unique Brand Online
Once you have clarity on your brand, here's how to bring it to life online:
With best-in-class marketing automation, Delta Media Group helps you showcase your brand with confidence. Contact us to learn more.
Vaccination is underway, but virtual tours are definitely here to stay. It may be months before travel restrictions and social distancing rules are relaxed throughout the United States, and in that time, virtual home tours are continuing to gain traction. Although they started as a safety precaution, buyers and sellers alike are realizing the benefits.
Open houses have long been among the most effective ways to show off any home. They generate excitement and provide opportunities to meet qualified buyers. Virtual open houses have the potential to be just as effective. Plus, they have some advantages all their own:
Agents Open the Door to Success When They Master Virtual Open Houses
The virtual open house has been an unexpected hit with agents, too.
Giving a virtual tour draws on the skills you already have, but it also calls on you to grow and stretch. More agents are getting comfortable both in front of and behind the camera. This, in turn, equips them with more fluency in video marketing, one of the most powerful methods for promoting any practice.
While there are a few different ways to set up a virtual open house, live streaming video has become more popular than video filmed ahead of time. While static video offers more control and a strong environment for practice, live streaming video is the gold standard thanks to its interactivity and personal touch.
But how can you overcome the learning curve quickly? Use these tips to get it done the right way:
Contact us to learn more about virtual open house success from the real estate marketing experts.
When you tell a story, every detail matters. The more vibrant the portrait you paint, the more likely the story's receiver becomes invested in its outcome.
This fact is true when you're telling a traditional story, and it's equally important in real estate storytelling. The story you tell through your blog, your real estate website, or social media channels is your best opportunity to help shoppers fall in love with your local markets and your business.